Announcing The Winners Of Forrester’s 2026 B2B Return On Integration Honors For North America

Why It Matters

These recognitions illustrate how cross‑functional integration directly translates into revenue growth and operational efficiency, setting a benchmark for B2B firms navigating AI‑driven buying complexities.

Key Takeaways

• Amazon Ads targets SMBs with “Matches Are Made” campaign.
• Rockwell Automation’s CRM overhaul boosts deal size and cycle speed.
• ServiceNow’s AI platform unifies partner marketing, cuts costs.
• Winners exemplify measurable ROI from cross‑functional integration.
• Event showcases transformation lessons at B2B Summit Phoenix.

Pulse Analysis

The B2B landscape is being reshaped by AI‑driven search tools and increasingly complex buying networks, which give buyers unprecedented leverage. Companies that can synchronize marketing, sales, product, and customer success teams are better positioned to meet buyer expectations and capture demand. Forrester’s Return On Integration Honors spotlight this strategic imperative, rewarding firms that turn alignment into quantifiable performance gains.

Amazon Ads, Rockwell Automation, and ServiceNow each illustrate a distinct integration playbook. Amazon Ads identified a gap in the SMB market, repackaging its ad solutions around tangible outcomes and launching the “Matches Are Made” campaign, which lifted unaided brand awareness and conversion rates. Rockwell Automation’s overhaul of its CRM ecosystem unified data across regions and functions, delivering higher match rates, faster opportunity progression, and larger average deals. ServiceNow’s AI‑enabled partner portal consolidated fragmented tools into a single front‑door, driving partner self‑service adoption, accelerating campaign cycles, and reducing operational overhead. These initiatives underscore how technology‑enabled collaboration can produce measurable ROI.

The broader implication for B2B executives is clear: integration is no longer a nice‑to‑have but a revenue engine. Firms should invest in unified data platforms, AI‑augmented workflows, and cross‑departmental governance to replicate the successes highlighted at the upcoming B2B Summit in Phoenix. By aligning around the buyer’s journey and leveraging integrated tech stacks, companies can shorten sales cycles, increase deal sizes, and sustain growth in an increasingly buyer‑centric market.